Space helps Foster’s fans make the calls
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Heineken’s leading lager Foster’s is delivering some Aussie spin to a British summer of sport and cultural events, with an experiential push led by marketing agency Space.
The ‘Good Call, Bad Call’ campaign, targeted at 18-34 year-old men, takes in experiential and digital activity, and supports the ‘Good Call’ above-the-line TV advertising, which features Foster’s TV ‘agony uncles’ Brad and Dan dispensing straightforward advice to British ‘bloke’ callers from their Aussie beach shack.
Brand ambassadors will invite consumers to take part in the ‘Good Call, Bad Call Wheel of Fortune’ game for the chance to win Foster’s prizes. If the spinning wheel lands on a ‘Good Call’, the consumer is instantly rewarded with a Foster’s giveaway. If it lands on ‘Bad Call’, the consumer must face the forfeit of dressing up in an ‘outrageous’ Aussie outfit.
Participants will be encouraged to upload photos and videos of their ‘Good Call, Bad Call’ experience onto their Twitter and Facebook pages, and will receive a Foster’s giveaway for interacting in this way. Pictures from the events will also be shared on the Foster’s Facebook page, facebook.com/fosters.
The campaign kicks off in Manchester on 1st August near the Old Trafford County Cricket Ground for the third Investec Ashes Test match, followed by a national roadshow taking in a selection of cricket, comedy and music events including the Foster’s Edinburgh Fringe Festival and two England v Australia ODI matches.
Gayle Harrison, brand director for Foster’s at Heineken, said: “Foster’s is a straight-talking Australian lager with comedy at its heart. We focused on key sports and entertainment events for this experiential campaign to complement the brand’s ‘No Worries’ approach to life. Space have tapped into that vein perfectly, with activity that mirrors our current above-the-line advertising campaign and brings a fun and interactive dimension to the brand.”
Sean Kelly, group account director at Space, said: “The TV ads featuring Brad and Dan are iconic and well-loved by consumers. We wanted to create a campaign which brought the TV ads to life, and added an element of interactivity to events like the Ashes and the Edinburgh Fringe Festival, where we know consumers are already in the mood to get involved. The great thing about the Foster’s ‘Good Call, Bad Call’ campaign is that even if you make a ‘Bad Call’, you can still get a piece of the action by getting your mates to share their pictures of you online and having the chance to receive a prize.”
Full tour details:
Old Trafford County Cricket Ground, Manchester
Thu 1st August – Mon 5th August: Third Test, The Ashes series
Edinburgh Fringe Festival, Edinburgh Fringe Festival
Wed 14th, Thurs 15th and Fri 16th August: Assembly Festival, George Square Gardens, Edinburgh
Headingley, Leeds
Fri 6th September: England vs. Australia ODI
More dates to be confirmed
